“Terroir, My Beautiful Terroir, Is My Wine the Best One?” An Exploratory Investigation of Terroir Impacts on French Wine Consumers
Résumé
This research investigates the perception of terroir by wine consumers and how this perception will affect their behaviors. Two different studies were hence conducted: an exploratory qualitative study rooted in the application of an innovative qualitative projective method, the album online (A.O.L., Vernette 2007) first investigates how the customer perceives terroirs. Then a quantitative one, investigates the impact of the different dimensions of terroir on consumer proselytism assessed in this research through WOM (123 respondents).